Impression formation

Free response is an experimental method frequently used in impression formation research. The participant (or perceiver) is presented with a stimulus (usually a short vignette or a list of personality descriptors such as assured, talkative, cold, etc.) and then instructed to briefly sketch his or her impressions of the type of person described. This is a useful technique for gathering detailed and concrete evidence on the nature of the impression formed. However, the difficulty of accurately coding responses often necessitates the use of additional quantitative measures.[6]

Free Association is another commonly used experimental method in which the perceiver creates a list of personality adjectives that immediately come to mind when asked to think about the type of person described by a particular set of descriptor adjectives.

A check-list consisting of assorted personality descriptors is often used to supplement free response or free association data and to compare group trends.[6] After presenting character-qualities of an imagined individual, perceivers are instructed to select the character adjectives from a preset list that best describe the resulting impression. While this produces an easily quantifiable assessment of an impression, it forces participants' answers into a limited, and often extreme, response set.[6] However, when used in conjunction with the above-mentioned techniques, check-list data provides useful information about the character of impressions.

With Likert scales, perceivers are responding to a presentation of discrete personality characteristics. Common presentation methods include lists of adjectives, photos or videos depicting a scene, or written scenarios.[5][7][8][9] For example, a participant might be asked to answer the question "Would an honest (trait) person ever search for the owner of a lost package (behavior)?" by answering on a 5-point scale ranging from 1 "very unlikely" to 5 "very likely."[10]

Asch stressed the important influence of an individual's initial impressions of a person's personality traits on the interpretation of all subsequent impressions. Asch argued that these early impressions often shaped or colored an individual's perception of other trait-related details.[6] A considerable body of research exists supporting this hypothesis.[11] For example, when individuals were asked to rate their impression of another person after being presented a list of words progressing from either low favorability to high favorability (L - H) or from high favorability to low favorability (H - L), strong primacy effects were found.[7] In other words, impressions formed from initial descriptor adjectives persisted over time and influenced global impressions. In general, primacy can have three main effects: initial trait-information can be integrated into an individual's global impression of a person in a process of assimilation effects, it can lead to a durable impression against which other information is compared in a process of anchoring, and it can cause people to actively change their perception of others in a process of correction.[11]

The emotionality of certain personality traits, such as "warm" versus "cold" characteristics, can influence how subsequent traits are interpreted and ultimately the type of impression formed.[6] Information inconsistent with a person's global impression of another individual is especially prominent in memory. The process of assimilation can lead to causal attributions of personality as this inconsistent information is integrated into the whole.[12] This effect is especially influential when the behavior is perceived as negative. Consistent with negativity bias, negative behaviors are seen as more indicative of an individual's behavior in situations involving moral issues.[10] Extreme negative behavior is also considered more predictive of personality traits than less extreme behavior.[10]

In a classic experiment, Solomon Asch's principal theoretical concern revolved around understanding the mechanisms influencing a person's overall impression of others, principally trait centrality and trait valence of various personality characteristics.[6] His research illustrated the influential roles of the primacy effect, valence, and causal attribution on the part of the individual.[5][9][10][13] Based on the findings of ten experiments studying the effect of various personality adjectives on the resulting quality and character of impressions, several key principles of impression formation have been identified:

1. Individuals have a natural inclination to make global dispositional inferences about the nature of another person's personality.
2. Individuals expect observed behaviors to reflect stable personality traits.
3. Individuals attempt to fit information about different traits and behaviors into a meaningful and coherent whole.
4. Individuals attempt to explain and rationalize inconsistencies when the available information does not fit with the global perception.

In psychology Fritz Heider's writings on balance theory emphasized that liking or disliking a person depends on how the person is positively or negatively linked to other liked or disliked entities.[14][15] Heider's later essay on social cognition,[16] along with the development of "psycho-logic" by Robert P. Abelson and Milton J. Rosenberg,[17] embedded evaluative processes in verbal descriptions of actions, with the verb of a descriptive sentence establishing the kind of linkage existing between the actor and object of the sentence. Harry Gollob expanded these insights with his subject-verb-object approach to social cognition, and he showed that evaluations of sentence subjects could be calculated with high precision from out-of-context evaluations of the subject, verb, and object, with part of the evaluative outcome coming from multiplicative interactions among the input evaluations.[18][19] In a later work, Gollob and Betty Rossman extended the framework to predicting an actor's power and influence.[20] Reid Hastie wrote that "Gollob's extension of the balance model to inferences concerning subject-verb-object sentences is the most important methodological and theoretical development of Heider's principle since its original statement."[21]

Gollob's regression equations for predicting impressions of sentence subjects consisted of weighted summations of out-of-context ratings of the subject, verb, and object, and of multiplicative interactions of the ratings. The equations essentially supported the cognitive algebra approach of Norman H. Anderson's Information integration theory.[22] Anderson, however, initiated a heated technical exchange between himself and Gollob,[23][24][25] in which Anderson argued that Gollob's use of the general linear model led to indeterminate theory because it could not completely account for any particular case in the set of cases used to estimate the models. The recondite exchange typified a continuing debate between proponents of contextualism who argue that impressions result from situationally specific influences (e.g., from semantics and nonverbal communication as well as affective factors), and modelers who follow the pragmatic maxim, seeking approximations revealing core mental processes. Another issue in using least-squares estimations is the compounding of measurement error problems with multiplicative variables.[26]

In sociology David R. Heise relabeled Gollob's framework from subject-verb-object to actor-behavior-object in order to allow for impression formation from perceived events as well as from verbal stimuli, and showed that actions produce impressions of behaviors and objects as well as of actors on all three dimensions of Charles E. Osgood's semantic differential—Evaluation, Potency, and Activity.[27][28] Heise used equations describing impression-formation processes as the empirical basis for his cybernetic theory of action, Affect control theory.[29][30][31]

Erving Goffman's book The Presentation of Self in Everyday Life and his essay "On Face-work" in the book Interaction Ritual focused on how individuals engage in impression management. Using the notion of face as identity is used now, Goffman proposed that individuals maintain face expressively. "By entering a situation in which he is given a face to maintain, a person takes on the responsibility of standing guard over the flow of events as they pass before him. He must ensure that a particular expressive order is sustained-an order that regulates the flow of events, large or small, so that anything that appears to be expressed by them will be consistent with his face."[32] In other words, individuals control events so as to create desired impressions of themselves. Goffman emphasized that individuals in a group operate as a team with everyone committed to helping others maintain their identities.[33]